"A picture is worth a thousand words." There is a lot of truth behind this well-known metaphor. People like to be guided by visual impressions and always focus their primary attention on pictures instead of texts. For us as an agency for food PR, lifestyle PR and travel PR, this insight is very helpful. We know that a good selection of visual material is essential for professional and creative press and public relations. In order to convince with exciting storytelling on a visual level and to attract interest with target group specific content, some basic facts have to be taken into account in image PR.